Through the partnership, advertisers can easily onboard first-party data — a brand’s own data from customer relationship databases (CRM), customer lists, offline sales or loyalty program data, audience segments from Adobe Analytics Cloud and more — to LiveRamp’s IndentityLink for data matching for use in people-based advertising. Once an audience is imported into LiveRamp, advertisers can activate that audience at scale via Advertising Cloud across addressable TV, national linear TV, video on demand (VOD), over-the-top video (OTT) and connected TV.